Dr. Eppley's "Super Lawyer"

How embarrassing. Why would any lawyer include his listing in "Super Lawyers" in his CV? Why did Todd Richardson?

"Super Lawyers" was the topic at my table at lunch yesterday at the "Strategic Marketing for the Modern Law Firm" conference in Chicago sponsored by the Ark Group. A group of marketing directors were snickering at preposterousness of the Super Lawyers directory.

"They sent us a letter that three of our lawyers had been chosen," said the director of a prominent Ohio law firm. "One was retired and another was dead." So much for their rigorous selection criteria. "So I called up and said I wanted three different lawyers in the directory. They said 'OK.'" Again, so much for their rigorous selection criteria.

"That's nothing," said another marketer at the table. "Three of our partners were upset that they weren't selected. So I phoned Super Lawyers and they added them. Of course we had to buy some advertising."

The marketers laughed, and then sighed about how easily the lawyers were fooled. All it took was one shot at their egos and the were ready to pay money to be in a meaningless directory. I remarked that research shows that only blue collar workers are impressed by the Super Lawyers designation -- not corporate execs, GCs or referring lawyers. I've never seen a Super Lawyers listing in the office of any corporate leader who hired lawyers.

When I am advising a law firm on marketing, and see that they've put their Super Lawyers selection on their Web site or in a press release, I recommend they immediately remove them. They are embarrassing themselves. They are advertising to the world that the only ranking they can get into is one that sells advertising. They are announcing how insecure they are that their ego needs to be propped up with apparent praise.

Most law firm marketers know to steer their firms away from this claptrap. But a new sucker is christened with a J.D. every day.

Lucille's note: This explains the bizarre, unethical actions of Lewis & Kappes in their horrendous legal battle against me. These guys are very happy to eat up lots of Barry Eppley's money, never telling him that he could get lots more cooperation by dealing with me in a respectful, civilized manner. I have tracked the many useless hours these "Super Lawyers" and their gofers spend online going over and over and over every page of my websites every single day.. downloading everything over and over again. I hope Lewis & Kappes are giving Eppley a huge discount on his bill.

They must love you, Barry...your deep pockets and ignorance about what they can and cannot do for you. They have already broken the law and their actions have caused me to suffer irreparable physical, emotional and financial loss. Keep it up and when your actions give me the final push into my grave, you may be paying them for their rest of your life to keep your part in my death quiet.. all because you chose to LIE than deal with me honestly. Better get Andrea to drum up some business for you. You will need it to pay your unethical, sleazy lawyers.

How nice to see you on the receiving end of some professional duplicity for a change- (though you most likely do not recognize your attorneys' services for what they are.. yet.) Too bad you are only on the receiving end of opportunistic deceit from lawyers rather than doctors life yourself.